THE CHANGERS.

eu

SUBMITTED BY: Sameer Sharma Click to edit Master subtitle style Swati Sharma Himanshu Sharma

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europe

Europe is one of the world's sevencontinents. Europe is highly industrialized; the largest industrial areas are found in W central Europe, England, Italy, Ukraine, and European Russia. Agriculture, forestry (in N Europe), and fishing (along the Atlantic coast) are also important. In central and eastern Europe, where the ocean's influence is less, the climate is largely continental. The region heats quickly in summer and cools quickly in winter. Summers vary from warm to hot. Winters are cold. Compared with the marine climate, the continental has less rainfall (coming largely in summer), more snow, and fewer cloudy days. A similar climate is found in the American Middle West.

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Climate change impact in europe

temperature is increasing sea levels are rising glaciers, ice sheets and sea ice are melting precipitation is changing, and the intensity and frequency of weather extremes are increasing changes have led to an increased risk of floods and droughts, threats to human health, and damage to economic sectors such as energy, transport, forestry, agriculture, and tourism

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ALDE

The Alliance of Liberals and Democrats for Europe is a transnational alliance between two European political parties, the European Liberal Democrat and Reform Party and the European Democratic Party. The group is the third largest political group in the European Parliament. There are 100 MEP From 22 EU states. This campaign Changers was started by ALDE under the nationals party scheme in member states. In European Parliament it holds around 85 seats and 103 seats in the Parliamentary Assembly of the Council of Europe

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THE CAMPAIGN

The group of Alliance of Liberals and Democrats for Europe (ALDE) commissioned a company called Ogilvy PR to develop a campaign to encourage people across the European Union to take action to reduce their environmental impact. The campaign was named as The Changers. The campaign was the changing climate all over the globe but they were doing it because of change in the climate of the European Union. The European Union consists of 27 member states but campaign was joined by only 22 member states. The campaign mainly targets on changing behavior among the people of Europe Union.

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LAUNCH OF THE CAMPAIGN:

The Changers campaign was launched at the European Parliament in

Strasbourg on May 21 to members of the ALDE group and other MEPs, and to the general public in Brussels during the Parliaments Open Doors day on June 7 2008. The Website The Changers was demonstrated and life size versions of the avatars were placed on display.

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Changers game

Six islands in total are featured online, each one making use of separate avatars which you can personalize yourself. The islands start out as grey appliances - a dripping tap, an old fashioned light bulb,... When you answer the initial question right, the grey island transforms into a colourful world filled with wonderful characters. Many are clickable and you can discover more information (movies, quizes, games, ...) concerning global warming.

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THE CAMPAIGN CONTINUED:

A TV advertisement showing how simple everyday actions can help to combat climate change will be broadcast on key youth channels in the five countries starting this month. It will also be available on the campaign website. Advertisements encouraging young people to change their habits are also scheduled to appear in prominent outdoor locations and on public transport. The Be a Changer competition aims to get young people in the five countries to submit a pledge to adopt new habits and actions to help reduce greenhouse gas emissions.

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THE CAMPAIGN CONTINUED AGAIN:

These actions will be photographed by them and posted on-line where they can be voted on. Those making pledges and those who register as their supporters will together form a virtual community of Changers sharing their creative ideas on combating climate change and competing to achieve the best results. At the end of the competition, the four most popular Changers in each country, along with one supporter from each country, will win a oneyear membership of Earthwatch, the worlds largest environmental nonprofit organisation.

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THE TARGET AUDIENCE:

The target audience were Europeans, between the ages of 16 and 21, and also members of the ALDE group, as the campaign was designed to be rolled out by the Members of the European Parliament (MEPs) in their national market. They were mostly targeting young people as they could be easily aware regarding the climate change. The young people can directly create awareness regarding climate change as they can tell it through word of mouth and by other means like by going on social website like Facebook and twitter. The young people can influence by telling each other as friends are important as brands.

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APPROACHING THE TARGET AUDIENCE:

The campaign was designed to reach youth in their own world by online and media channels The campaign was developed as it looks like an entertainment and fun gaming which every one could understand what is happening. The campaign was marketed through different channels and most popular were Social sites . The campaign was designed to take competitive advantage to change through quizzes and competitions. These were the simple actions taken by Ogilvy to take responsibility.

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STEPS FOR REACHING TO TARGET PEOPLE:

The campaign was built on the premise of change, based on simple actions aimed at changing behaviour. A campaign had to be built to address the various audiences on a pan-European level. Slogans which would have universal appeal across target audiences and markets were designed to headline the campaign.

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STEPS CONTINUED:

To address the younger audience, a bilingual Website, www.theChangers.eu, was designed to inspire and stimulate changes in behaviour. This Website allows its users to enter a world of floating islands, to become a part of each islands eco-system by creating individual avatars, transforming into an animal, or even a cloud, and through quizzes, games and videos, discover the impact that simple daily actions have on the natural world.

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SLOGANS IN THE CAMPAIGN:

Notably, How many politicians does it take to change a lightbulb? became the ALDE call-to-action.

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THE CAMPAIGN CONCEPT:

The campaign concept was simple to build an online community called as THE CHANGERS.EU

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ThE COMMUNICATION PROCESS:

They communicate people through various online resources: Through their site. Facebook Applicaton. Youtube. They showcase interactive European Map which help people to learn and have some knowledge regarding the climate. The map shows that who supports them and where they come from in the Europe.

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CHANNELS OF MEDIA USED TO COMMUNICATE:

To address the younger audience, a bilingual Website, www.theChangers.eu, was designed to inspire and stimulate changes in behaviour. This Website allows its users to enter a world of floating islands, to become a part of each islands eco-system by creating individual avatars, transforming into an animal. Or even a cloud, and through quizzes, games and videos, discover the impact that simple daily actions have on the natural world. They support both online and offline advertisements.

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CHANNELS CONTINUED:

A materials toolkit was provided and used by the ALDE MEPs to engage with the general public, with the tagline Join the Changers. Posters, banners, t-shirts, badges and bookmarks all included simple imagery based on the campaign slogans. Through Facebook, twitter and YouTube the campaign was done as they show cased some videos, build online communities and tweeted some posts regarding climate change. A media bannering campaign was run on social networking sites visited by young people in 22 EU markets.

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THERE WERE CHANGERS AND THERE WERE UNCHANGED

Active Changers are those people who take active part in this campaign regarding climate change in EU. Passive Changers are those who do not take active part but play some role in climate change campaign.

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WHAT WILL HAPPEN IF IT DONOT CHANGE:

If it did not help people to do climate change in European Union then the world will be dull and grey.

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IF BY TAKING RESPOSNIBILITY THEN:

The world would be full of colors and joy:

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RESULT OF THE CAMPAIGN:

The campaign allows to Build a Pan-European community of young adults who have changed their behaviour and that of their friends and family Move the climate change debate from awareness raising to action The Changers = positioning the political group ALDE Group drives concrete action on climate change The Group finally understands how to communicate with young adults and how the campaign was a successful event.

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Currently young people are playing The Changers game in over 27 countries. The MEPs from the ALDE group were so impressed with the campaign they have asked for the website to be translated into seven additional languages. The ALDE Changers campaign has been short-listed for the Campaign of the Year in the EPAD Awards.

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THANK YOU

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